Coca-cola Case study RIPPLES OF HAPPINESS by Fortune Promoseven Dubai

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RIPPLES OF HAPPINESS

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Industry Soft Drinks
Media Case study
Market United Arab Emirates
Agency Fortune Promoseven Dubai
Released January 2013

Awards

Dubai Lynx 2013
Media CORPORATE INFORMATION BRONZE

Credits & Description

Client COCA-COLA MIDDLE EAST
Product THE COCA-COLA FOUNDATION
Entrant FP7/DXB Dubai, UNITED ARAB EMIRATES
Type of Entry: Media: Product/Service
Category: CORPORATE INFORMATION
Title: RIPPLES OF HAPPINESS
Product/Service: THE COCA-COLA FOUNDATION
Entrant Company : FP7/DXB Dubai, UNITED ARAB EMIRATES
Advertising Agency : FP7/DXB Dubai, UNITED ARAB EMIRATES
Media Agency : UM DUBAI, UNITED ARAB EMIRATES
Name Company Position
Gautam Wadher FP7/DXB Art Director
Aunindo Anoop Sen FP7/DXB Copywriter
Clarisse Mar Wai May FP7/DXB Integrated Producer
Tarek Ali Ahmad FP7/DXB Business Director
Hana Zarour FP7/DXB Account Supervisor
Luciano Rahal FP7/DXB Account Manager
Martin Yofre Momentum Mena Business Director
Rey Amio Momentum Mena Sr. Digital Art Director
Uday Desai Momentum Mena Sr. Technical Lead
Sooraj Thazhath Momentum Mena Sr. Technical Lead
Dana Nahas UM Dubai Client Business Partner
Sherif Ghanem UM Dubai Media Manager
Jad Daou UM Dubai Media Supervisor
Mazen Sraj UM Dubai Digital Supervisor
Dolly Saidy Mint Mena Producer
Souraya El-Far Mint Mena Producer
Tolga Cebe Coca-Cola Middle East Regional Marketing Manager
Islam El Dessouky Coca-Cola Middle East Group Brand Manager
Paul Banham FP7/DXB Executive Creative Director
Pankaj Nainwal Momentum Mena Sr. Technical Lead
Results and Effectiveness:
Due to its social nature, the initiative became contagious on online media through hundreds of websites & blogs in the region. Mainstream Press and TV spread the initiative regionally. The campaign received support across media from major youth influencers like Ahmad Al Shugairi, Sheikha Hessa and Fahad Al Butairi. 200 students spread the the initiative to 120,000 other students at zero media cost. The most valuable result of Ripples of Happiness is measured by the smiles it created and the shift in perception it brought among an entire generation. Who would spread the Ripples for generations to come.
Creative Execution:
We recruited 200 students who identified problems in their community, after which people used social media to vote for which problem each University would tackle. Each University was empowered by customized iPad apps connected to Team pages on a Microsite, Twitter and Facebook. We created a competition and leveraged the social media platform to spread the Ripples beyond the teams, to the entire university, friends and the larger community to gather their votes, and win this competition. Over six weeks, the teams streamed live feeds, videos, photos and stories to the Microsite, Twitter and Facebook gathering shares, interactions and most importantly, votes along the way. At the end of six weeks, winning projects received aid from the Coca-Cola Company to be implemented on a larger scale to touch even more lives.
Insights, Strategy and the Idea:
BACKGROUND_ For most in the Middle East, taking social initiatives is driven by religious beliefs, guilt or a surge of emotion. CHALLENGE_ The Coca-Cola Foundation wanted to create a CSR campaign to change the perception of doing good to others, to a basic act of humanity. IDEA_ We created Ripples of Happiness. 5 Countries. 10 Universities. 6 weeks.